- ALT element
- Boolean search
- classification
- clickstream
- click through
- client
- cloaking
- comment element
- content-based advertising
- cookie
- crawler
- crawling
Go to the list of all search engine marketing definitions.
Definitions
- ALT
- The HTML element (aka tag) describing an image that appears when the mouse is rolled over the image on a web page. Helpful for people who view pages in text-only mode. Some search engines look for keywords in ALT tags and, for that reason, that text is metadata. Bruemmer 01
- Boolean search
- A search formed by joining simple terms with AND, OR and NOT for the purpose of limiting or qualifying the search. If you want information about kite flying in Arizona and get information on air fares and cheque clearance along with kite flying in Michigan, the Boolean search "kite AND flying AND Arizona NOT flying NOT cheque" will constrain or limit the scope of your search. Bruemmer 01
- classification
- The process of organizing pieces of information into topical
categories, like the Yahoo!
listings. Usually, these are hierarchical trees, with the most general topics
at the top and the most specific at the bottom. A department store might have
"Products - Shoes - Women - Cross-Trainers", while a gardening site might have
a category "Plants - Flowers - California Natives - Poppies". In either case, a
searcher can understand more about the content of the page when they know the
category. Some classification
products
will attempt
to classify data automatically, while others assist human catalogers.
Search Tools 01 - clickstream
- The data generated by web server logging of page requests which is processed and organized for a variety of purposes the primary one of which is to identify which IP address (i.e., user) clicked on which page and when in order to evaluate a page or site's usage using analytical tools. This concept focuses on the series of page requests from a given user to determine what the user is doing. Given the amount of information which a web server generates for each user "click," clickstream data tends to be voluminous.
- click through
- User action that requires clicking on a link in a search engine results page to visit an indexed site. Also refers to clicking on a Web page, banner ad, or email message link. Bruemmer 01
- client
- When a computer interacts with a network (e.g., logging on to the Internet) it becomes the "client" of the "server" computer hosting the files on that network. Bruemmer 01
- cloaking
- A search engine optimization technique in which a site is equipped to identify the user agentrequesting a page and, if a search engine, providing a page designed exclusively for that search engineand, otherwise, providing the normal page. While this may be a legitimate technique for preventing certain methods of automatically collecting optimized pages, this technique is frowned upon by some search engines and banned by others. Depending on the search engine, its use may result in penalties or the banning of the page or the site using this technique.
- comment
- The HTML element used to add comments to a page which are not displayed by a browser. Primarily used by authors and editors to document a page's HTML code. Comment tags are also used to hide JavaScript code from browsers without the capability to execute the code. Some search engines read comment tags for the keyword and/or descriptive text.
- content-based
advertising
- … search engine providers are seeking new ways to leverage
their advertising listings. The most recent development in this area is called
"content-based advertising," in which search engines serve advertisers'
listings to publishers of specialty content on targeted Web pages.
In other words, if a site is dedicated to baseball history, its owner might sign up with a content-based advertising program to provide a baseball-oriented ad on the site. If a user were to click on the ad, the site owner would earn money -- and so would the search engine that served the ad to the site.
However, content-based advertising is still in its infancy. Google launched its AdSense program in March, while Overture's Content Match debuted at the end of June. In contrast, Sprinks, a division of About, Inc., beat both search engine giants by launching ContentSprinks in October 2002. Weisman, Robyn 01
See also in-context promotion.
- cookie
- How Internet Cookies Work, howstuffworks.com. 03-04b-08, 0930. howstuffworks.com
- crawler
- The software used by a search engine that "crawls" the web, stores the URLs found and indexes the keywords and text of each page encountered according to its relevancy algorithm. Also referred to as a robot or spider.
- Google indexes 3 billion Web documents every 28 days and conducts a fresh crawl of more than 3 million important Web pages each day. Bruemmer 02
- crawling
- "Crawling" is the process of following links to locate pages, and
then reading those pages to make the information on them searchable (this is
sometimes known as robot spidering, gathering or harvesting). The Google
crawler, known as GoogleBot, crawls all the URLs it knows about every few
weeks. It checks that the page is still available, gets any updated
information, and follows links to pages it hasn't seen before. Some sites, such
as news sites, get crawled more frequently, so that the Google index has the
most recent data -- they could be indexed daily or even hourly.
The robot crawler reads the pages just like a browser. If you wanted to, you could reproduce the process by opening your browser, starting with any URL, saving the page, following every link on that page, saving those pages, following every link on those pages, until there are no more links you have not followed yet. Rappoport, Avi
